Playbook replay
Craft a viral hook
Ten hooks across four shapes, ranked by which one to actually run, with the single-use ones called out.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Contrarian
- Your routine did not stop working. You stopped doing it.
- Ten steps is not dedication. It is a plan to fail slowly.
- The best routine is the boring one you can do hungover.
Question 4. What week did you quit? Everyone has a number. 5. How many products on your shelf have you used twice?
Listicle 6. Three reasons routines die in week three, and none of them are the products. 7. Four things I stopped doing that made my skin better.
Specific number 8. Week three. That is when 60% of people stop. 9. Four minutes. That is the entire routine. 10. I have used the same three products for 14 months. Here is what happened.
All ten work in under three seconds and none promise more than the content delivers.
Run number 5. "How many products on your shelf have you used twice?"
It makes the viewer look at their own bathroom in the first second, which is a stronger opening than anything you could tell them. It is also the only hook on this list that works with the sound off.
Strongest but off-brand: number 1. "Your routine did not stop working. You stopped doing it." It is the sharpest sentence here and it breaks your voice rules twice: it is second person as an accusation, and your profile says never make the reader feel stupid for what they believed. It would perform and it would cost you comments.
Only works once: numbers 8 and 10.
Number 8 leans on a statistic. Fine, if the 60% is real. I have not verified it and you should not run it until you have a source, because the first comment will ask.
Number 10 is a testimonial shape. It works because it is a personal claim, so it cannot be a repeatable format for a brand account without becoming a lie. Use it once, from a real person, or not at all.
One honest note. A hook buys you two seconds. Number 5 will lift your retention at the three-second mark and will do nothing at all for the thirty-second mark, which is where this Reel will actually be won or lost. If the middle of the video is weak, a better hook makes the drop-off graph look worse, not better.
Naise created an artifact
Four shapes, ten options, ranked with the off-brand and single-use ones flagged.
Run this one
How many products on your shelf have you used twice?
Makes the viewer look at their own bathroom in second one. The only hook here that works with sound off.
Flagged
| Hook | Issue |
|---|---|
| "You stopped doing it" | Strongest sentence, breaks your voice rules |
| "60% stop at week three" | Unverified stat, first comment will ask |
| "Same three products for 14 months" | Testimonial shape, cannot be a brand format |
Honest note: a hook buys two seconds. It does nothing for the thirty-second mark.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
Run this playbook free